Given an analysis of any single category of products, a trend emerges:

people buy the leader in the category,the opponent to the leader, or ​the cheapest version of the product sold in that category.

This leads us toward a reasonable conclusion:

If I am neither the leader in the category nor the opponent to the leader (Coca-Cola vs. Pepsi, Red Bull vs. Monster, Apple vs. Samsung…), it’s more than logical to consider myself a commodity trapped in the lower price circle.

What’s the purpose of brand awareness?

The purpose of brand awareness is to get my name out there.

Fine.

But what if I am not the leader, the opponent to the leader, or the cheapest version of product in my own category?

​CATEGORIES

Location

Approach

"Branding is ruthless propaganda. Branding is communicating a specific, clear and simplified message, based on a differentiating proposition, in different ways through different channels over and over again, until it becomes a dogma that doesn't imply any additional explanation."